Responsibilities

• Develop and own the strategic roadmap for multi-channel demand generation programs, driving high-quality MQL volume through paid digital, content, email, events, and organic channels
• Design and execute sophisticated, multi-touch acquisition campaigns leveraging an ABM mindset applied to B2C audience segmentation, behavioral signals, and life-stage targeting
• Activate content and events as demand drivers through nurture sequences and follow-up campaigns structured to move prospects efficiently through the funnel
• Champion customer-centric acquisition approaches leveraging behavioral insights, propensity data, and audience intelligence to deliver personalized experiences at scale
• Support the end-to-end experience from prospect identification and lead capture through campaign execution and field team handoff
• Partner with the Analytics team to define audience segmentation frameworks, identify high-value acquisition cohorts, and build propensity models that inform targeting strategy and channel investment
• Establish comprehensive measurement frameworks and KPIs connecting demand generation activity to MQL volume and quality, pipeline contribution, cost per acquisition, and downstream conversion rates
• Collaborate with Analytics to design and govern a rigorous testing agenda including A/B, multivariate, and holdout group analysis to continuously improve campaign effectiveness across channels and segments
• Use attribution modeling and ongoing channel effectiveness analysis to optimize media mix and reallocate investment toward highest-performing programs
• Develop executive-level reporting and storytelling that translates complex data into clear strategic recommendations for stakeholders across Digital, Advice, Retirement Solutions, CRM, and Distribution

Requirements

• 5+ Years Required

Preferred

• Bachelor's degree in Marketing, Business Administration, Communications, or related field
• 7–10+ years of progressive marketing experience, including 3–5+ years in financial services, wealth management, or a similarly regulated industry
• Proven success developing omnichannel campaigns with measurable results, including paid digital acquisition (paid search, social, programmatic, video) with fluency in CPL, CPA, and ROAS metrics
• Strong analytical skills with experience in marketing automation platforms (Salesforce Marketing Cloud, Adobe Experience Cloud), CRM systems, segmentation, propensity modeling, or lead scoring
• Ability to manage complex, cross-functional initiatives, influence without direct authority, and translate data into compelling executive narratives
• Knowledge of financial services regulations (FINRA, SEC) and familiarity with wealth management, retirement planning marketing, and lead management prioritization with front-line or field staff

Benefits

• The organization is committed to making financial well-being possible for its clients, and is equally committed to the well-being of our associates. That’s why we offer a comprehensive Total Rewards package designed to make a positive difference in the lives of our associates and their loved ones. Our benefits include a superior retirement program and highly competitive health, wellness and work life offerings that can help you achieve and maintain your best possible physical, emotional and financial well-being. To learn more about your benefits, please review our Benefits Summary .